Push and Pulls for Twitter
Every social media or online marketing agency will encourage businesses to look at social media marketing as part of their overall marketing strategy. There are ‘pushes and pulls’ for this belief. The push is greater engagement with clients – this is not new to the digital age, it has been a Holy Grail for marketers since marketing began. The pull is Google who have changed the way they rank websites and include aspects such as engagement and sharing in their latest algorithm.
What the stats say about Twitter…
One platform favoured by social media agencies is Twitter and we want to examine how beneficial it can be for a small or medium sized business. The stats alone are both encouraging and discouraging. For example in 2012, 1 million accounts were added to Twitter every day – what benefit can your business gain by adding a few more to these millions of daily posts; it’s the needle in a haystack syndrome writ large.
But that truth is no different from other digital marketing truths. After all there are millions of websites clogging up the world wide web and few businesses think they can do without a website (in fact, ten years ago they probably thought they could do without a website, and the same people probably think they can do without social media activity today). Any business wants to target its key market – and it can achieve this with Twitter. Targeting means it is competing with far fewer Tweets than the 1 million daily posts.
More encouragingly the average user follows (or is followed by) 51 people and 32 percent of all internet users are using Twitter. These stats mean that you have access to a large portion of internet users and that, if you get your Twitter marketing right, you have every chance that your one tweet could receive a massive viral spread.
There are perhaps two key elements to successful Twitter marketing:
1. Strategy
The first is strategy. Set some goals and decide what you want to achieve. Determine who will post and how often. Set aside resources to monitor and engage and build followers.
2. Content
The second key factor is content. For Twitter marketing to be successful, you need to develop compelling content. That’s hard enough at the best of times, but you’ve only got 140 characters with Twitter. Perhaps the first stage might be to sit back ad watch how Twitter actually works, which tweets you respond to and which you actually retweet. Every tweet needs to add value – it may be a voucher code or discount, but it may be a link to a relevant 3rd party story; it may be a new product or service but it might be something humorous, topical or controversial.
Tweeting the same story over a period of time but using different wording will also help you determine which words/content work for your target market.
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